William Shatner has boldly gone where few actors would dare—into the realm of bathroom humor on advertising's biggest stage. The legendary performer, best known for his iconic role as Captain Kirk in Star Trek, headlines a new campaign for Kellogg's Raisin Bran that debuted during the Super Bowl 2026 broadcast. The commercial's central gag revolves around a playful twist on his surname, transforming the veteran actor into "Will Shat"—a pun that connects his name to the digestive benefits of high-fiber cereal.
The advertisement features Shatner teleporting into various everyday scenes, distributing boxes of the fiber-rich breakfast cereal to people in need of digestive regularity. Each appearance reinforces the cringe-worthy yet memorable nickname, tying it directly to the product's core benefit. While audiences may have chuckled at the audacious wordplay, the man behind the joke harbored significant reservations about embracing this particular aspect of his identity.
Childhood Wounds Resurface
In a candid conversation with Entertainment Weekly, Shatner revealed that the concept struck a surprisingly painful chord. "I had tremendous apprehensions," he admitted. The actor explained that his surname had been a source of childhood torment, making the commercial's premise feel like a regression to his most vulnerable years. "I haven't lost those apprehensions," he confessed. "I used to get into fights in the locker room when I was a kid. They'd tease me about that. I'd say, 'Don't call me that!' and I'd fight them. It was a sore spot as a child."
The teasing eventually subsided as he matured into adulthood, but the emotional scar remained dormant, ready to be triggered. "It lurks," Shatner reflected, acknowledging how the advertising agency's discovery of the pun felt like unearthing a buried trauma. The challenge became not just selling cereal, but doing so in a way that didn't feel like self-mockery or exploitation of old wounds.
From Bathroom Jokes to Brand Gold
Kellogg's initial brief focused on promoting fiber's digestive benefits during the Super Bowl—a notoriously difficult subject to make entertaining. "Kellogg's wanted to do a Super Bowl commercial talking about fiber, which makes you crap really well—you s--- really well with fiber," Shatner explained bluntly. "And the problem was: how do you make that amusing? How do you get a laugh on that? And that's what they worked on."
The advertising agency, VaynerMedia, found their answer in Shatner's name itself. However, the actor immediately raised concerns about the execution. "I kept saying, 'Can you do that? Does that mean it's me sitting on a toilet?'" he recalled. This began a collaborative process of refining the concept to maintain decent taste while still delivering the humor. The team worked diligently to find the delicate balance between acknowledging the bathroom humor inherent in the product benefit and creating something that wouldn't alienate viewers or embarrass the star.
Navigating the Star Trek Shadow
Beyond the name pun, the commercial's aesthetic presented another creative challenge. Shatner's introductory scene places him in a futuristic control room that inevitably evokes memories of the Starship Enterprise's bridge. Rather than lean into the obvious reference, Shatner actively worked to create distance from his most famous role.
"I don't like the idea of referring to it," he stated firmly about Star Trek. "I try and edit it out of anything they write for me to say, as much as possible." This resistance stems from a desire to be seen as more than just Captain Kirk, even decades after the series concluded. However, he acknowledged that some visual homage was unavoidable and potentially beneficial. "Visually, it looks good," he conceded.
Shatner took proactive steps to ensure the reference remained subtle. He specifically selected wardrobe that wouldn't mirror the iconic Starfleet uniform, even though the production team had initially considered that direction. "I chose clothing that didn't reflect the [Star Trek] uniform, although they had originally planned that way," he revealed. The result, in his assessment, is "a reasonable homage to Star Trek without making it Star Trek."
Throughout the process, Shatner maintained a self-aware perspective on the entire endeavor. "I tried to be tongue-in-cheek about it all," he shared. "I hope that there's a subtext of my knowing—that I'm kidding myself." This meta-awareness adds another layer to the commercial, suggesting the actor is in on the joke at multiple levels.
The Stunt Double Saves the Day
The advertisement culminates in a spectacular physical gag that Shatner himself did not perform. In the final scene, the actor leaps from the roof of a large SUV and body-slams onto a dining table, which collapses under his weight, transforming him into a neatly stacked pile of Raisin Bran boxes. Given Shatner's age—he's now in his 90s—the dangerous maneuver was wisely delegated to a professional stunt performer.
"Well, the insurance company would have a heart attack," Shatner joked when asked about performing the stunt himself. The decision to use a double demonstrates a practical approach to production that prioritizes safety while still delivering the visual punchline that Super Bowl audiences expect. The seamless editing ensures viewers can enjoy the spectacle without worrying about the star's wellbeing.
Marketing Psychology at Play
The campaign represents a fascinating case study in modern advertising psychology. By transforming a potential weakness into a memorable hook, Kellogg's and VaynerMedia have created something that stands out in the crowded Super Bowl commercial landscape. The ad works on multiple levels: it's product-focused, celebrity-driven, and emotionally resonant.
For Shatner, participating required confronting deep-seated insecurities while maintaining his dignity. For Kellogg's, it meant taking a risk on humor that could have backfired if handled poorly. The success hinges on Shatner's willingness to be vulnerable and the agency's ability to execute the concept with taste and wit.
A Legacy of Reinvention
This isn't the first time Shatner has reinvented himself for a new generation. From science fiction icon to Priceline pitchman to recording artist, he has consistently found ways to remain culturally relevant. The Raisin Bran campaign adds another dimension to his multifaceted career, showing his ability to laugh at himself while delivering a serious message about digestive health.
The commercial also reflects changing attitudes toward celebrity endorsements. Modern audiences expect authenticity, even in advertising. By acknowledging his past discomfort and showing his willingness to engage with it, Shatner creates a connection with viewers that feels genuine rather than purely transactional.
The Bottom Line
What could have been a crass exploitation of a man's name became instead a clever, self-aware piece of marketing that honors both the product and the person promoting it. Shatner's journey from locker-room victim to Super Bowl superstar demonstrates the power of reframing personal narratives. By embracing what once caused him pain, he has transformed it into something positive—both for his own healing and for selling cereal.
The ad succeeds because it doesn't just tell viewers that fiber helps with digestion; it shows them through a memorable character who embodies the benefit in his very name. It's a reminder that the best marketing often comes from the most unexpected places—even from the wounds we try to forget. For William Shatner, "Will Shat" is no longer an insult to be fought against, but a brand asset to be celebrated, one bowl of Raisin Bran at a time.